T-Minus 20 Days: A Multi-Channel BFCM Marketing Blueprint

Even if you’re starting your Black Friday and Cyber Monday (BFCM) campaigns at the last minute, there’s no need to worry. With a solid, focused plan executed across email, WhatsApp, and Instagram, you can still drive significant sales and engagement.

Research shows that 75% start researching before mid-November, and 79% spread their purchases throughout the entire November-December period.

That means even if you’re a bit behind, there’s still time to capture buyer intent and increase sales. 

What you need now is speed, structure, and channel synergy.

Today’s shoppers bounce between inboxes, DMs, and feeds, so your BFCM plan should too. Use WhatsApp as a fallback for unopened emails, follow up an Instagram comment with a personalized message, and ensure every click brings you closer to a sale and valuable customer data.

Here’s a 20-day multi-channel BFCM blueprint to help you make every day count till the biggest shopping weekend of the year.

Nov 8 (Day 1): Data Analysis, Goal Setting & Segmentation

Use these insights to define clear, measurable goals for revenue, average order value, and customer acquisition through different channels. 

Once goals are set, create detailed audience segments based on purchase history, engagement, loyalty, and cart behaviors. 

This data-backed foundation will guide every message, post, and campaign decision that follows.

Channel Actions:

• Email: Audit your list and remove inactive or bounced contacts to improve deliverability and targeting accuracy. 
• WhatsApp: Tag subscribers by purchase recency or interest and clean inactive numbers.
• Instagram: Review top-performing content and audience insights to create a content calendar. 

Pro tip: BFCM brings your highest traffic volume of the year, don’t let it pass without building your data foundation. Make sure every visitor interaction, from an Instagram comment to a WhatsApp reply, feeds back into your CRM. This will power stronger retargeting and retention campaigns post-BFCM.

Nov 9 (Day 2): Offer Strategy & Creative Planning

Decide which products or bundles will be discounted, the percentage of discount, and any exclusive perks like early access, free shipping, or limited-edition gifts.

Your offers should align with your audience segments; for example, reward loyal customers with early access, re-engage dormant ones with irresistible bundles, and attract new shoppers with sitewide deals.

Once offers are set, start developing creative concepts and messaging for each channel. 

Pro tip:The key is consistency and cross-channel alignment. Whether your audience sees your offer in their inbox, WhatsApp chat, or Instagram feed, it should feel like one seamless experience.

Plan your communication in a sequence, for example, send offers via email and follow up on WhatsApp for those who didn’t open. You can also encourage followers to comment on your Instagram posts or send you a DM. Then, redirect them to a WhatsApp conversation where you can share personalized offers, capture their details, and trigger automated follow-ups for re-engagement across channels.

Channel Actions:

• Email: Outline your campaign flow, such as teaser, early access, launch, reminder, and last-chance emails. Draft subject line ideas and plan your hero visuals.
  
• WhatsApp: Plan personalized message templates for pre-launch teasers and VIP early access alerts.
  
• Instagram: Build a cohesive visual theme for your grid and stories. Finalize campaign colors, fonts, and content formats (reels, carousels, and countdowns).

Nov 10 (Day 3): Landing Pages & Automation Setup

With your offers and creative direction locked in, it’s time to focus on your landing pages and automations.

• Your BFCM landing page should clearly highlight deals, bestsellers, and delivery promises. 
• Use urgency triggers like countdown timers or stock indicators to nudge your customers in the right direction. 
• Keep navigation simple, ensure fast loading speeds, and test the page on both desktop and mobile.

Next, set up essential automation flows so no opportunity slips through the cracks. Every abandoned cart, browse, or purchase confirmation should trigger a timely, personalized response.

Channel Actions:

• Email: Set up automation sequences such as abandoned cart, browse recovery, and post-purchase emails.
  Double-check links, product blocks, and personalization tags.
• WhatsApp: Create automated flows for cart reminders, order confirmations, and support FAQs. 
  Test opt-in and response triggers.‍
• Instagram: Update your bio link to direct users to your BFCM landing page. Include all teasers and FAQs in a BFCM Highlights. Encourage followers to react to your stories and leverage automation to respond to their replies.

Nov 11 (Day 4): Teaser Campaign Kickoff

Start building anticipation today. Tease your audience with hints about upcoming deals without revealing everything just yet.

The goal is to spark curiosity and get people to sign up for early access. 

Use countdowns, mystery offers, and sneak peeks to grab attention.

Channel Actions:

• Email: Send a teaser email with a subject line like “Something big is coming.” Include a sign-up link for early access.
• WhatsApp: Encourage customers to opt in for exclusive sale updates and early notifications. Use short, engaging teasers like “Want first dibs on our Black Friday deals? Tap to join our VIP WhatsApp list.”
• Instagram: Drop teaser reels, countdown stories, or blurred product visuals with “Coming Soon” captions.  Use Instagram automation to convert engagement into data. For example, prompt users to comment “OFFER” or “VIP” to receive an exclusive discount. This not only boosts interaction but lets you capture leads directly into your CRM for re-engagement through email or WhatsApp later.

Encourage followers to turn on notifications, and add a WhatsApp opt-in link in your bio or story stickers to capture interest.

Nov 12 (Day 5): Social Proof & Engagement Warm-Up

Start warming up your audience by showcasing social proof to build the excitement. 

Highlight reviews, testimonials, or bestsellers from previous sales to reinforce value and credibility.

Channel Actions:

• Email: Send a “What Everyone Loved Last Year” email highlighting top-rated products and customer stories.
• WhatsApp: Share one or two customer testimonials or product success snapshots with short captions.
• Instagram: Post user-generated content, review screenshots, or run polls asking followers what they’re most excited for this BFCM. Create a challenge to encourage users to interact with your stories or comments. Instagram automation can help you respond to these without putting pressure on your team.

Nov 13 (Day 6): Creative Production & Testing

With all your campaign assets planned, today is about finalizing and testing them for flawless execution.

Check every visual, message, and automation flow to ensure consistency and functionality across channels.

Channel Actions:

• Email: Test subject lines, links, and rendering on different devices. Send a test campaign to your team.
• WhatsApp: Test message templates and multimedia files (images, GIFs, videos) for delivery and formatting.
• Instagram: Finalize all creative assets, reels, stories, carousel posts, and ad creatives. Ensure captions are on-brand and CTAs are clear. Set up Instagram automated responses depending on your content calendar.

Nov 14 (Day 7): Early Access Setup

Set up exclusive early access campaigns for your most loyal customers and VIPs.

This rewards them and creates a sense of privilege that drives conversions before the public sale.

Channel Actions:

• Email: Segment your VIP list and prepare an “Early Access Starts Soon” campaign.
• WhatsApp: Schedule personalized early access alerts for tagged VIP customers.
• Instagram: Post “Only for our VIPs” countdown stories teasing early access. Use stickers like “Remind Me” or “Drop a 🔥 if you want in”, and automation can take care of the rest.

Start your BFCM campaign preparation by analyzing past data to understand what worked and what didn’t. This includes reviewing last year’s sales, email, and WhatsApp campaign metrics (open rates, CTRs, conversions) Use Instagram automation tools to auto-respond to story reactions and DMs, even when your team is busy.

November 15 (Day 8): Paid Ad Launch & Traffic Building

Launch low-budget teaser ads across channels and focus on campaigns that build intent rather than direct sales. 

Test different creatives to see what resonates most before the main sale begins.

Channel Actions:

• Email: Send a “Get Ready for Black Friday” teaser to your entire list. Encourage subscribers to whitelist your address or follow your Instagram for exclusive drops. Include a subtle CTA like “Stay tuned: Early access coming soon.”
• WhatsApp: Run click-to-WhatsApp ads to capture new opt-ins. Offer something in exchange for joining, like “Get first dibs and an extra 5% off when you join our VIP list.” Automate a welcome message confirming their opt-in and teasing the first reveal.‍
• Instagram: Launch awareness and engagement ads using short teaser videos or carousels.
  Post stories with polls (“Ready for Black Friday?” / “Guess the biggest discount”) and add a WhatsApp opt-in link to your bio.
  Pin a “Countdown Begins” post and use paid boosts to amplify your top teaser content.

Nov 16 (Day 9): Product Education & Value Campaigns

Highlight your bestsellers and help your audience understand their value, the “why” behind the buy. Use stories and guides to show what makes your products worth it.

Channel Actions:

• Email: Send a product spotlight email or gift guide by category.
• ‍WhatsApp: Share quick tips, FAQs, or bundle recommendations.
• ‍Instagram: Use automation to reward engagement, for example, “Comment your favorite emoji to reveal your mystery discount.” It keeps your feed lively while feeding valuable lead data into your system.

Nov 17 (Day 10): Retargeting Warm Leads

Focus on users who engaged with your teasers or visited your site but didn’t purchase yet.

Retarget them with value-driven reminders and sneak peeks.

Channel Actions:

• Email: Send a “Still Thinking About It?” reminder to early visitors or browsers. Include testimonials and deal highlights.‍
• WhatsApp: Follow up with users who opted in but haven’t clicked through yet. Use a friendly nudge message like “Your early access is still open! Deals won’t last long!”
• Instagram: Run retargeting ads and post carousel reels showing bestsellers and low-stock alerts. Set up automations that re-engage anyone who comments, reacts, or DMs during your campaign. This way, every Instagram touchpoint feeds data back into your system for retargeting through email or WhatsApp later.

Nov 18 (Day 11): Public Sale Teaser & Hype

Now that early access is wrapping up, start shifting momentum toward the public sale. The focus today: awareness and hype.

Channel Actions:

• Email: Send a “Get Ready, Black Friday Starts Soon” campaign with sneak peeks and savings percentages.
  
• WhatsApp: Push a reminder message with an eye-catching creative. Add a countdown timer GIF to build anticipation.
  
• Instagram: Drop a “Starts Soon” reel or countdown story. Use pinned posts and stories to showcase offers, deals, and FAQs.

Nov 19 (Day 12): Mid-Sale Push & Cart Recovery

Keep the energy up! Send follow-ups to those who clicked but didn’t buy and highlight trending or low-stock products to spark FOMO.

Channel Actions:

• Email: Trigger abandoned cart emails with extra incentives.
• WhatsApp: Follow up with “You left something behind” messages.
• Instagram: Post stories showing “Best Sellers Flying Off Shelves.”

Nov 20 (Day 13): Flash Deals & Cross-Sells

Introduce time-limited flash deals and cross-sell bundles to boost average order value.

Channel Actions:

• Email: Announce “2-Hour Flash Sale” or “Bundle & Save More.”‍
• WhatsApp: Share flash deal links directly to subscribers.‍
• Instagram: Partner with influencers for timed giveaway reels (“Flash Giveaway: ends in 2 hours!”).Encourage viewers to comment during live sessions. Automations can instantly DM them product links or discount codes, helping you capture their info while keeping the experience interactive.

Nov 21 (Day 14): Weekend Momentum Builder

As the weekend begins, spotlight what’s trending. People are in shopping mode, so keep your momentum strong.

Channel Actions:

• Email: “What Everyone’s Buying This Weekend” campaign.
• WhatsApp: Broadcast trending products or limited restocks.
• Instagram: Collaborate with mid-tier influencers to post weekend haul videos and “Shop with me” stories.

Nov 22 (Day 15): Build Hype Through Gamification

Engage audiences with fun interactive content.

Channel Actions:

• Email: Launch a “Spin the Wheel” or quiz-based discount game.
• WhatsApp: Share coupon codes or instant win links.
• Instagram: Host a “Guess the Deal” story poll or quiz.

Nov 23 (Day 16): Final Testing & System Checks

Check every automation, discount code, link, and pixel. Make sure everything runs smoothly across devices and platforms.

Your team should conduct a dry run of emails, messages, and the checkout flow to ensure a smooth process once the sale goes live.

Channel Actions:

• Email: Test all automated workflows, from cart recovery to order confirmations. Check sender names, dynamic tags, and links.
• WhatsApp: Test message delivery times and automation triggers for high-traffic hours.
• Instagram: Verify that your scheduled posts, highlights,bio links, and automations work perfectly.

Nov 24 (Day 17): Last Call for Early Access

Remind VIPs this is their last chance to shop before prices drop for everyone else.

‍Channel Actions:

• Email: Send a “Last Hours of Early Access” campaign. Keep it short, visual, and urgency-driven.
• WhatsApp: Send a personal-style reminder: “Your exclusive access ends tonight. Don’t miss your favorite picks!”
• Instagram: Story countdown sticker: “VIP Access Ends in X Hours.” Repost influencer unboxing videos or sneak peeks to create FOMO. 

Nov 25 (Day 18): Black Friday Countdown Begins

With three days left, it’s time to go big on awareness. This is when you hit full power across all three channels and let your audience feel the buzz.

Channel Actions:

• Email: “Send a 3 Days to Black Friday: Sneak Peek Inside” campaign that reveals a few key offers and top-selling categories.
• WhatsApp: Start sending countdown updates (“3 days left till our biggest sale ever”).
• Instagram: Post a dynamic reel showing the “Countdown to Midnight.” Use bold typography and fast transitions for impact.

Nov 26 (Day 19): Influencer Collabs & Live Engagement

Leverage influencers for real-time engagement today. Go live, share behind-the-scenes looks, and let creators demonstrate products or unbox deals.

Channel Actions:

• Email: Send a “Your Favorite Influencers Are Getting Ready!” update with a few embedded social posts.
• WhatsApp: Send product demos or influencer shout-outs: “See what [Influencer Name] picked as their BFCM must-have.”
• Instagram: Host an influencer live session or reel collab. Add a countdown to the main launch. Use stories to show team prep boxes, packing, and behind-the-scenes energy!

Nov 27 (Day 20): Pre-Launch Hype

The eve of Black Friday is your chance to lock attention. Everyone’s watching for deals so tease your midnight drop.

Channel Actions:

• Email: Send a “Tonight’s the Night” campaign with a preview of doorbuster deals and clear CTAs.
• WhatsApp: Share a pre-launch alert: “Doors open at midnight! Ready your carts.” Include a direct link.
• Instagram: Drop a dramatic reel with your BFCM visuals and tagline. Story countdowns and “Remind Me” stickers for launch.

Nov 28 (Black Friday): Launch Day

This is it. Be loud, consistent, and active across every channel. Start early, monitor engagement, and reply fast because the first few hours are crucial.

Channel Actions:

• Email: Send your “Black Friday is LIVE!” blast early morning. Follow up midday with “Top Products are Selling Fast.”
• WhatsApp: Send segmented messages: one for early shoppers (“Shop now”), one for inactive users (“Still thinking? Deals end soon!”).
• Instagram: Launch day reel featuring live sale activity or influencer clips. Pin your best deals to highlights and stories. Engage in comments and DMs to drive urgency

Nov 29 (Saturday): Momentum Push

Many shoppers still explore deals after launch day. Keep excitement alive and highlight remaining stock or extended offers.

Channel Actions:

• Email: “Still Live: Weekend Black Friday Deals” featuring bestsellers still in stock.
  
• WhatsApp: Create FOMO  “Only a few left!” or “Your favorite deal is almost gone.”
  
• Instagram: Post customer reaction reels, haul videos, and “Still On Sale” stories.

Nov 30 (Sunday): Transition to Cyber Monday

Start switching gears to your Cyber Monday deals. Use this day to clear old stock and tease what’s next.

Channel Actions:

• Email: “Last Day of Black Friday! Cyber Surprises Coming Tomorrow!”
  
• WhatsApp: Send a thank-you note to buyers and tease “Tomorrow’s Digital Deals.”
  
• Instagram: Drop a Cyber Monday teaser reel or carousel. Use tech/modern visuals to shift the vibe subtly.

Dec 1 (Cyber Monday): Final Push

Close your BFCM campaign strong. This is your last call to convert undecided shoppers and upsell to existing buyers.

Channel Actions:

• Email: “Cyber Monday: Final Hours to Save Big!” Include limited-time add-ons or free shipping.
• ‍WhatsApp: Send a “Final Call” message with a sense of exclusivity: “Once it’s gone, it’s gone.”
• Instagram: Go live for one last time. Post countdown stories and reels showing “Cyber Monday Ends Tonight.” Keep automation running to collect post-sale engagement, reactions, comments, or DMs. This helps you build remarketing audiences for your holiday and New Year campaigns.

Make Every Click Count This BFCM with ZEPIC

Black Friday and Cyber Monday is when websites and marketplaces see the highest digital footfall of the year.

Every visit, click, comment, and conversation is a chance to not only drive revenue but also collect valuable customer and visitor data that fuels your future growth. When your foundations are set — from data capture forms to CRM integrations — you turn every shopper interaction into a long-term relationship. 

You need a system that can help you run multichannel campaigns and unify all the data you get from different sources.

This is where ZEPIC comes in!

From automated workflows and personalized WhatsApp campaigns to intelligent email segmentation, ZEPIC helps you orchestrate your entire BFCM journey from one platform. It can also help you bring your data together and power all your campaigns for the upcoming year.

Ready to launch BFCM campaigns smarter, faster, and more profitably? Get started with ZEPIC today!

‍